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20100929
20100929
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KCSM (PBS) 1
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surging in july, demand from the u.s. has plummeted a whopping 90%. the firm says it's now under pressure to cut prices. >> translator: some customers say they'll ask for price cuts until the dollar strengthens to a 100-yen level. some already cancelled orders. on average, they ask for a 20% to 25% discount, but the best we can offer is 5%. >> reporter: the company has slashed profit margins in order to offer cheaper products and offset the yen's strength. it has also started accepting more small orders to boost output. in some cases they've even taken orders for one or two pieces. towa's management is increasingly worried. >> translator: if the strong yen continues and affects manufacturers like us, even big competitors may start taking small domestic orders. i'm afraid we might all end up losing in a price war. >> reporter: the soaring yen isn't the only concern for these businesses. subsidies for fuel-efficient vehicles helped boost sales this month. but when they end in september, demand will likely drop. carmakers are already expecting to cut production by around 20% in october. also
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